Experts recommend installing ‘Pin It’ button on website product pages.
Social media engagement experts are recommending the power of Pinterest for e-retailers who are struggling to glean benefits from Twitter and Facebook.
US research analysed by ChannelAdvisor, a leading provider of cloud-based e-commerce solutions that enable retailers and manufacturers to increase global sales, states that buyers referred by Pinterest are 10% more likely to follow through with a purchase compared to click-throughs from other social platforms.
As a result, ChannelAdvisor’s marketing director Zoe Ripley suggests: “It’s important that retailers explore Pinterest’s offering as well as communicate on platforms like Twitter and Facebook. For example, retailers might want to consider using a “Pin It” button on website product pages, which enable shoppers to share products with on Pinterest without leaving the retail website.”
Pinterest is an online scrapbooking tool allowing users to create their own picture mood boards around specific topics. They can then share these boards with the wider Pinterest community and add links to where images were sourced – resulting in traffic to retailers’ websites.
Ripley continues: “Over time, social media channels like Facebook, Twitter and Pinterest have become an integral part of our everyday lives, and this trend looks set to expand into the retail space. Social networks can increase retailers’ engagement with consumers, introducing them to products and drawing them to the company’s main website.
“Nevertheless, keeping customers engaged requires time as well as an effective social media strategy, targeted not just towards Facebook, Twitter and Pinterest users, but to a brand’s general consumers.”
According to ChannelAdvisor, of the 66% of e-retailers who are using social media only one third are experiencing any positive business benefits or spikes in customer engagement. The most popular platform for retailers is Twitter, closely followed by Facebook, but neither of these is having a perceived impact on sales.